Cristin Riffle-Lash - Partnership Marketing, DonorsChoose

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Work Background

DonorsChoosePartnership Marketing Coordinator

Jan. 2023Atlanta, Georgia, United States · RemoteOur partnership team works with generous companies and foundations to help grow the impact DonorsChoose can have on the needs of teachers in the classroom. I support the marketing arm of these efforts helping to raise awareness of the ways teachers can access these funds to enrich learning experiences in their classrooms and get the most out of every funding opportunity available to them. As part of this I coordinate marketing execution, conduct research and build analysis that helps us increase marketing effectiveness, improve future partnerships and deliver insights that help our partnership teams renew our partners for future funding.

PRGX Global Inc.Director, Marketing Communications

May. 2019 - Dec. 2019

NumerixVice President of Product Marketing

Jul. 2017 - May. 2019Greater Atlanta AreaSenior marketing team member focused on evolving product marketing for Numerix, a fintech firm specializing in analytics and risk management technology for the capital markets segment of the financial services industry. Key responsibilities include - Product Positioning, Analyst Relations, Marketing Campaign Strategy and Strategic Advisory of Content, Sales Alignment, Collateral and Sales Activation In this role, I work on the product team to develop and execute solution-focused marketing strategies, communications, and sales enablement tools for our suite of market-leading products and technology innovations. We build deep industry insights and collaborate with stakeholders across the firm to create clear, consistent messaging and initiatives that deliver value through strong alignment to sales and corporate objectives. - Member of our strategic rebranding team. - Working on a full rebrand of our product positioning to revamp product suite, develop stronger messaging and collateral. - Launched product focused content marketing efforts drive mid-funnel engagement and stronger sales alignment through our new Solution Webinar Series. - Member of the GDPR Strategy and Implementation Team

NumerixVice President of Integrated Marketing

Jun. 2014 - Jan. 2018Greater Atlanta Area Senior marketing team lead driving Numerix integrated marketing strategy and execution including: content marketing, digital strategy, lead generation, social engagement, and customer retention in support of corporate goals and industry narratives. - Responsible for developing and overseeing team execution of content strategy, messaging and operations; content production, promotion and social; direct marketing and customer retention; web content and strategy; website redesign; social and direct marketing. - Delivered record lead generation for our firm and unmatched brand presence, out stepping much larger industry peers. - Key member of acquisition launch team, relaunching newly acquired technology solutions and introducing new segment to our brand. - Member of the marketing leadership team responsible for mentoring peers and junior marketers, establishing best practices across the team and organization, and contributing to strategic corporate goals.

NumerixDirector of Integrated Marketing

Aug. 2013 - Jun. 2014Greater New York City AreaDeveloped and drove Numerix integrated marketing strategy and execution including: content marketing, digital strategy, lead generation, social engagement, and customer retention in support of corporate goals and industry narratives. - Helped guide the evolution of a traditional collateral and conferences based marketing department into a modern inbound, socially engaged content marketing team. - Built a high-performance lead-generation B2B content program including an industry leading webinar series, successful newsletter, content driven web presence, active video blog and reimagined corporate blog. - Developed deep relationships with external thought leaders and industry partners to further connect content efforts and content syndication. - Evangelized content marketing principles with executives, company thought leaders, and sales teams, gained consensus and support for these efforts through results.

NumerixDirector of Digital Marketing

Apr. 2012 - Aug. 2013Greater New York City Area - Established a thought leadership webinar program, video blog, and content marketing process. - Worked closely with strategic subject matter experts to develop thought leadership brands around key industry themes. Helped train subject matter experts to think in stories, challenges and pain points and to drive industry thinking around solutions to the evolving marketplace our products service. - Worked on the Marketo launch team to establish core best practices to evolve company thinking and actions around sales and nurture and helped develop SLAs and inbound marketing culture. - Launched community engagement channels through LinkedIn, Twitter and YouTube, championed data and opt-in initiatives, lead inbound marketing, marketing automation and reporting initiatives continually exceeding performance goals and benchmarks.

WileySenior Marketing Manager - Professional Banking, Finance & Trading List

Jan. 2011 - Apr. 2012Hoboken, NJMultichannel product marketer responsible for market-leading brands, series, books and electronic products in the institutional finance and trading subject categories for an over 200-year-old professional, trade and academic publishing company. Marketed a list of over 170 products annually. - Participated in the growth of digital revenue opportunities through marketing and strategic development of webinars, ebooks, and community building. - Supported key franchises including: Wiley Finance, Wiley Trading, Stock Trader's Almanac, Bloomberg Press, CFA Investment Series and Investment Perspectives Series, GARP, Frank Fabozzi Series, and Robert W. Kolb Series in Finance. - Managed and fostered partnerships with the CFA Institute, Traders Expo/Money Show, GARP, Bloomberg, Institutional Investor, and other key players in finance & trading to grow our brands and content exposure. - Regular contributor to The Capital Exchange blog, the official blog of Wiley Global Finance focusing on Wiley author media, books and insights.

WileyMarketing Manager - Professional Banking, Finance & Trading List

Apr. 2009 - Jan. 2011Hoboken, NJMultichannel product marketer responsible for a portfolio of approximately 120 professional products annually in the institutional finance and trading categories. Responsibilities include positioning and packaging these products for professional and trade sales channels, Amazon merchandising, niche online retail, and higher education markets, as well as direct to customer initiatives. Participate in steering committees for internal business development and marketing infrastructure, as well as the development and improvement of e-product websites and digital properties.

Lebhar-FriedmanConference Marketing Manager, Retail Group

Feb. 2008 - Apr. 2009Greater New York City AreaLead marketer responsible for end-to-end multichannel marketing of a suite of professional conferences and continuing education for the retail, home improvement/prodealer, drugstore and nurse practitioner fields. Strategy, planning, execution, digital marketing, direct mail, audience development and sales support for B2B Trade Magazine Publishing House. Events ranging in size from 50 to 300 people.

Institutional InvestorAssociate Marketing Manager, Events

Jan. 2007 - Feb. 2008Greater New York City AreaFinancial services marketer with divided responsibilities in communications marketing, lead generation and audience development. Reporting to the Senior Marketing manager for the events division of Institutional Investor News, I lead digital and email marketing efforts for an aggressive roster of boutique industry events and awards programs supporting Institutional Investor’s Newsletters. Target industries included hedge funds; high net worth investors, single family offices and private wealth; pension funds; private equity and venture capital; regulatory, risk and compliance professionals. Key responsibilities in marketing communications, digital marketing, direct mail, SEO and copywriting. Sales support responsibilities included sponsor relations and cold call audience development to support contractual obligations around audience composition.

Institutional InvestorMarketing Trainee

Aug. 2006 - Jan. 2007Greater New York City AreaMarketing trainee for Institutional Investor’s two flagship financial trade publications, Institutional Investor and Alpha magazine, with focus on customer loyalty, subscription renewals and communications marketing.

Springer Science and Business MediaEditorial Assistant

Sep. 2005 - Aug. 2006Greater New York City AreaPublishing assistant for the archaeology, criminology and sociology academic publishing programs, with focus on relationship building and project communication.

BowTie IncorporatedAssistant Editor

Feb. 2005 - Jun. 2005Orange County, California AreaServed as an assistant editor as part of a post graduate fellowship program for Pet Product News, the industry leading pet retail trade magazine, and assisted Popular Dogs, a consumer pet magbook series.

Gainesville SunIntern - News Desk, Music and Features Reporter

May. 2004 - Jul. 2004Gainesville, Florida AreaGeneral assignment reporter for the city desk and an entertainment writer for The Gainesville Sun, a New York Times paper. • Responsibilities Included: Writing daily news, features, obituaries, breaking news and music reviews.

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